McDonald's introduces regional pricing

The changes are being implemented in response to increasing prices of products such as bread, milk and beef.

A spokesperson for McDonald’s told British Baker: “McDonald’s food bill is increasing and like other retailers we are having to pass on some of these increases to our customers.

"Rather than use a 'one-size fits all’ approach, which would likely create consumer resistance we have attempted to bring some science to menu pricing. We have therefore commissioned research into our pricing structure.”

Prices may then be altered on a regional basis in the hope of provoking less opposition from customers.

McDonald’s franchises, which make up around half the UK’s 1,200 restaurants, have already been given some leeway to alter prices over the last few years.

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